Trinchero's entry into Washington represents another key step in accelerating the category's development on retail shelves. "For years it's primarily been one company-Ste. Michelle-that has gotten behind the Washington category with any kind of distribution muscle," Smith says. "Last year Gallo came in, and now Trinchero. Over the next two years you could end up with 30 Washington wines on the shelf in any given market in the country, whereas in the past it may have been only five or 10."